Viral Marketing www.marketingamnesia.com

MARKETING AMNESIA Image Source – http://gapingvoid.com What’s wrong with status quo!!

Why get them to talk!! You are Broke $$$ Image Source – http://www.scottphree.com Bad Credit Rating VC’s don’t like your face

Why will they talk Phenomenal Product PR WOW!! Better Product Phenomenal Communication

Phenomenal Products Image Sources http://www.uncrate.com/men/images/2006/09/nintendo-wii.jpg http://www.wiiwii.tv/wp-content/uploads/2007/04/wii-sports-1.jpg http://www.mobilewhack.com/10-15-07-iphone.jpg

Viral Communication Airtel – Chaalis Chor Makemytrip – Chiddiya Udi Viral Source – webchutney.com

How can you get them to Talk!! Buzz Viral WOM Increasing Authenticity Decreasing Reach

Defining a Viral Online advertising campaigns and messages that depend on peer to peer forwarding to spread like a “virus” Video / Audio / Flash / Joke / Article / Microsites In other words – Content!! Why Go Viral Consumers are bored of traditional advertising Clutter free!! Exponential reach

Online advertising campaigns and messages that depend on peer to peer forwarding to spread like a “virus”

Video / Audio / Flash / Joke / Article / Microsites

In other words – Content!!

Why Go Viral

Consumers are bored of traditional advertising

Clutter free!!

Exponential reach

Viral - Key Success Parameters WoW !! It is fun, stylish, sexy, innovative or cool “ Finder” vs “Spammer” - Forwarder should be looked upon as the Finder. Finder should be seen as cool and receiver of the forward should be entertained Critical User Base – Seed the viral to a critical user base - required to achieve exponential growth “ Make the logo bigger” – Doesn’t work!! Content is King!! People forward creative content, not the brand!! In your face marketing lowers chances of being forwarded Exceptions – Tata Nano, iPhone, Wii etc.

WoW !! It is fun, stylish, sexy, innovative or cool

“ Finder” vs “Spammer” - Forwarder should be looked upon as the Finder.

Finder should be seen as cool and receiver of the forward should be entertained

Critical User Base – Seed the viral to a critical user base - required to achieve exponential growth

“ Make the logo bigger” – Doesn’t work!!

Content is King!! People forward creative content, not the brand!! In your face marketing lowers chances of being forwarded

Exceptions – Tata Nano, iPhone, Wii etc.

Why should the consumer forward Timepass entertainment!! Cool!! Monetary Gain!! Finder vs Receiver!! Who should gain?? Social Do Gooder!!

Timepass entertainment!! Cool!!

Monetary Gain!!

Finder vs Receiver!! Who should gain??

Social Do Gooder!!

Finally - Make it easy for them to talk!! Embed in a blog Email a friend Share with your email address book Share on facebook Social Bookmarks And many many more… Basics Being Use existing networks and communication mechanisms

Embed in a blog

Email a friend

Share with your email address book

Share on facebook

Social Bookmarks

And many many more…

Basics Being

Use existing networks and communication mechanisms

References Viral Advertising in 2005 - Top 7 Tactics, How-Tos & Measurement Data MarketingSherpa Special Online viral marketing: the strategic synthesis in peer-to-peer brand marketing Justin Kirby, Managing Director of DMC The Word on ‘Word of Mouth’ Dave Balter, President of BzzAgent Viral Marketing Russell Goldsmith, Prentice Hall Business Buzz Marketing with Blogs Susannah Gardner, Wiley Publishing Viral Marketing Strategies Brice Le Blévennec, President, Emakina

Viral Advertising in 2005 - Top 7 Tactics, How-Tos & Measurement Data

MarketingSherpa Special

Online viral marketing: the strategic synthesis in peer-to-peer brand marketing

Justin Kirby, Managing Director of DMC

The Word on ‘Word of Mouth’

Dave Balter, President of BzzAgent

Viral Marketing

Russell Goldsmith, Prentice Hall Business

Buzz Marketing with Blogs

Susannah Gardner, Wiley Publishing

Viral Marketing Strategies

Brice Le Blévennec, President, Emakina

My Blog – www.marketingamnesia.com